60% of web advertising will be on mobile in 2018
That’s accoridng to Zenith Media, which also says 75% of global internet use will be mobile next year. The predictions are part of Zenith’s new Mobile advertising Forecasts. Mobile use of the Internet has increased from 40% in 2012 to 68% in 2016, and Zenith is forecasting it to reach 79% by 2018.
Zenith has previously reported that mobile advertising will ocertake desktop advertising in 2017, increasing its share of global Internet advertising to 52% from 44% in 201. IN 2018, Zenith projects mobile advertising to account for 60% of all Internet advertising. In 2018, mbile advertising will total $134 billion which will be more than newspaper, magazine, cinema, and outdoor advertising combined.
The increase in mobile Internet use is being driven by the rapid rise in the penetration of mobile devices. In 2012, just 23% of people in the countries surveyed by Zenith had a smartphone. Smartphone penetrartion has noew reached 56%, an increase of 2.4 times over four years, and Zenith is forecasting it to rise to 63% by 2018.
This Zentih report covers mobile advertising and mobile technology in 60 countries. Spain, Hong Kong, and china lead mobile Internet consuption.
Rad the Zenith Media story
Mobile advertising 101 : Ad types, performance, measurement
despit the popularity of netflix and other ad-free services, advertising isn’t going away. Actually, quite the opposite trend is taking place. Accoridng to recent forecasts by Carat on data from 59 markets across the Americas, Asia Pacific and EMEA, advertising spend will reach 548.2 billion in 2016, a 4.4% year-on-year growth. However, just because brands are spneding money on advertising doesn’t mean all campaigns are created equal. I norder to maximize effectiveness, it’s critical not to overlook all the ways to rach consumers – inclduing mobile.
Mobile advertising campaigns are nothg new. In fact, Bi intelligence predicts that U.S. mobile ad spend will reach around 42 billion in 2018, up by a five-year compund annual growth rate of 43% rom 2013, However, for many, mobile advertising seems like a riskier bet compared to more traditional options. Still, by omitting or downplaying mobile in the context of a larger advertising strategy, brands are missing out.
Mobile advertising 101 : understanding the different types of mbile ads
THie first step for brands venturing into the world of mobile advertising, or for those looking to take their mobile advertising campaigns to the next leel, is to understand the different types of mobile advertising delivery optins available : mobile we, in-app, SmS and MMS advertising. When it comes to serving ads to mobile users, some brands approach it as they would a traditional advertising campaign , and deliver offers through the user’s mobile web browser. Brands should treat mobile advertising as acompletely sepraate entity fro monline, and adjust their approach accoring;y.
Wht performs better? In-app or Mobile web ads?
Serving ads via mobile apps is far more effective than delivering offers though a browser. According to Medialets, in-app click-through rates averaged 0.56% globally, comapred to 0.23% for mobile web ads during the first half of this year. Again and agian, the data show that in-app mible ads perform much better than mobile web ads, and advertisign spend will liekly follow these performance and usage indicators.
While inapp and web-based advertisements are two of the most popular ways to serve up mobile offers to user, short Message service messaging or texting is another avenue brands can leverage to interact with customers. SMS communication allows for a shor exchnage of comunication between companies and people, and is a channel for consumers to receive mobile advertisements and offers. The fact that every operator across the globe supportsSMS has created a universal market for SMS-vbased ad campaigns.